I thought this post by Leigh Blackall may of interest. Leigh gives a good summation of the film Helvetica, in relation to the networked world, and how we perhaps need to change our thinking towards it, and how it impacts on the cultural references we apply to it.
To my mind looking at the world today through the lens of modernism is a bit like turning up to a party wearing your work clothes… (…) there’s no such thing as a film maker, a designer, a journalist or record producer anymore. These historic reference points for media and communication have been diluted and washed away. If these things are everywhere now, then these things are nothing (to appropriate Robert Hughes‘ famous line). Of course we still go to see films, and buy recorded music, and take notice of journalistic expertise, its just that these are no longer the only, or most significant platform for cultural expression. Visual communication and design is now merging with personal expression and identity and professionalism has nothing to do with it.